Greening the Upgrade Path
On the e-marketing side, O'Connor uses a light touch, compared with some competitors who generate an unusual amount of what he termed "white noise" with incessant email. "When you place an order with us, we don't default check anybody with a box that says, 'add me to your list.'We have two newsletters and a blog." Email blasts are used judiciously. Except for the “deals” blast that goes out once a week, or if there is an upgrade notification or a service bulletin for a purchased product, "we touch our customers by email less than once a year. We don't bombard them every day. I think they appreciate that. We have extremely high responses - through the roof - when we do contact them. But we don't abuse them."
He is especially proud of the blog, which has been live for almost three years, is updated daily and is hit by thousands of users who crave the news, product information and feedback on technology current events. "It's tips and tricks and you name it.Readers can give feedback on different topics; it's a pretty collaborative effort, but it's not a selling focus, like some of the big guys' blogs are,” he said. “There are topics we've gone after because they enhance the user experience or explain product differentiation. We also go into topics that have nothing to do with anything we sell, or that may not even benefit our product lines."
While the green consciousness at OWC is a great source of pride, O'Connor does not overtly promote it. It is just another manifestation of his philosophy of smart use of all resources.